There are many online market research methodologies. The three of the most popular and useful ones: surveys, online focus groups and social media monitoring.
Which methodology should you choose?
That all depends on a variety of factors, from your research question and purpose to your budget and time. Here are some general pointers:
• Surveys: Ideal for collecting large amounts of quantitative data (and some qualitative data, too) – they are quick and easy to set up, and can run automatically.
• Online focus groups: Ideal for engaging consumers and collecting qualitative data such as opinions, ideas and feelings about the brand – they require a larger time investment and a willing group of participants.
• Online monitoring:Ideal for collecting qualitative data on brand sentiment, and can also provide some quantitative data around volume of interest in the brand – these data can be collected passively, and there are several tools that can automate this.
